Want to improve sales, marketing, and customer satisfaction with a single tool? That might sound like a tall order, but you can do it with a customer journey map. It’s a detailed graphic that tracks the customer experience from their initial need to satisfaction of that need. It helps you understand your customers even better so you can improve your brand’s touchpoints.
Customer journey maps help bring the focus of your business where it belongs: on your customers. After all, customers are twice as likely to talk about bad experiences as they are to talk about good ones, and it takes 12 positive reviews to make up for a single bad one. Since 86 per cent of buyers are willing to pay more for a better customer experience, that’s a pretty big deal.
What may be the most compelling statistic, however, is that a mere five per cent increase in customer retention can increase profitability by a whopping 75 per cent. This is why customer journey maps are important.
How can you get your hands on this tool that will help you focus on your customers? You create one. Great customer journey maps require data. Statistics such as the number of customers who find you through your website, order products online, and call into customer service are crucial to finding as many touch points as possible.
But that’s not all you need to know. You must understand your customers on an emotional and intellectual level. What’s going through their minds when they search for your products? How do they feel when they tweet about your brand? How satisfied were they with that service call?
To know all this, get personal with your customers. Surveys are a good start, but may not be enough because you can’t dig deeper when a response is vague. Focus groups help, too, but don’t allow you enough time with individual consumers. You need interviews.
Once you do, you’ll have more than just data points. You’ll have real insights into the customer journey—and how to close the deal with more people.